森马服饰：1Q25业绩短期承压，扩店提效可期-20250429

Investment Rating - The investment rating for the company is maintained at "Buy" with a target price of RMB 7.50 [7][8]. Core Views - The company reported a revenue of RMB 14.63 billion for 2024, a year-on-year increase of 7.1%, and a net profit of RMB 1.14 billion, up 1.4% year-on-year, exceeding previous expectations due to effective channel adjustments [1]. - In Q1 2025, the company experienced a revenue of RMB 3.08 billion, a decrease of 1.9% year-on-year, and a net profit of RMB 210 million, down 38.1% year-on-year. The long-term value is expected to improve after the short-term performance pressure is released [1][2]. - The company is focusing on channel optimization and enhancing store efficiency, which is expected to lay a solid foundation for medium to long-term development [1][2]. Revenue and Profitability - Online revenue for 2024 was RMB 6.67 billion, growing 7.24% year-on-year, while offline revenue from direct sales and franchises was RMB 1.55 billion (up 12.6%) and RMB 6.07 billion (up 5.1%), respectively [2]. - The gross profit margin for 2024 decreased by 0.2 percentage points to 43.8%, primarily due to increased sales and financial expense ratios from channel layout adjustments [3]. - The net profit margin for Q1 2025 decreased by 4.9 percentage points to 6.9% [3]. Inventory and Operational Efficiency - By the end of 2024, the company's inventory was RMB 3.481 billion, an increase of 26.8% year-on-year, with inventory turnover days rising to 188 days in Q1 2025, an increase of 45 days year-on-year [4]. - Accounts receivable turnover days increased to 41 days in Q1 2025, indicating a slight short-term pressure on operational efficiency [4]. Profit Forecast and Valuation - The company’s net profit forecasts for 2025 and 2026 are RMB 1.29 billion and RMB 1.48 billion, respectively, with a new forecast for 2027 at RMB 1.74 billion [5]. - The company is assigned a PE ratio of 15.7 for 2025, with a target price of RMB 7.50, reflecting its position as a leading brand in children's and leisure apparel despite short-term operational pressures [5].